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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S1English
Professeur(s) responsable(s)T.TESSITORE
Intervenant(s)Tina TESSITORE

Pré requis

General knowledge about marketing management

Objectifs du cours

At the end of the course, the student should be able to :
1. Have a deeper understanding of what exactly a brand is and how to develop a successful brand;
2. Understand the concept of brand equity and its major components;
3. Understand the importance of good marketing communications in branding;
4. Define and analyze both traditional and contemporary (i.e., modern) brand communication tools and strategies;
5. Apply the acquired insights to create appropriate brand communication strategies and to develop an integrated marketing communication plan.

Contenu du cours

Since the first day marketing was applied, brands have been important. Thus, each marketer needs to understand the basics of branding and brand communications. In this course, we will learn why it is important to develop a strong brand, what exactly constitutes a strong brand, which branding strategies can be applied, what brand value is (i.e. brand equity), etc. Marketing communications play a big role in building and supporting strong brands. That's why this course also focuses on some important brand communication tools and strategies. Not only traditional communication but also more modern communication (e.g., product placement, buzz marketing, sponsorship, etc.) will be covered. We will analyze the power and (dis)advantages of these tools to enhance brand value, discuss which tool is most appropriate in which situation and to reach which objective, learn how to develop an integrated marketing communication plan, etc.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project18,00  
Estimated personal workload4,00  
Independent work
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class
  • Case study


Students will be evaluated based on:
- In-class continuous assessment: MCQ, games, participation, etc.
- Group projects on a case study and on an integrated marketing communication plan for a specific brand or on a specific branding or communication issue from the literature. The group assignments will include a video presentation.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project0,00050,00
Case study0,00020,00
TOTAL     100,00


  • there is no compulsory text book; students receive a copy of the course slides; students are provided with some articles from the literature. -

Ressources internet

  • IESEG Online

    IESEG online: the course website will be used to make the slides of the course, class exercices, and materials for the group projects available to students; also extra material is provided online for students who are interested to go deeper on the course topic and to see extra case studies

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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